For effective performance of your landing pages, consider the following content components. Headline, benefits and a call to action button.

Your headline should describe the offer and benefit clearly. A visitor needs to know what you are offering in 3 seconds or less.

Help your visitor understand the benefits of your products or services. People care less about features than about what’s in it for them.

Many businesses get this wrong. They list features thinking people care about features.

Your prospects and customers are much more interested on how you can solve their problems. The features of your product or service helps explain how you solve their problems, but they don’t feel you DO solve their problems, features are irrelevant.

What do you want visitors to do on your landing page? Download an eBook? Register for a webinar? Watch a video? Your call-to-action must clearly point out the action you want your visitors to take.

The rules of thumb for calls to action are: be visually obvious, tell them what to do, and make it easy to do so.

A compelling offer is a combination of: a short list of benefits, a clear description of their next step, an obvious means of taking the next step.